Red hits winning streak with four number ones

Red, the Soho-based visual effects and post-production facility have celebrated their involvement in creating the music promos for four recent number one hits.
The trend began on April 28 with Suga Babes, 'Freak Like Me', reaching number one, followed by Holly Valance, 'Kiss Kiss' hitting the top of the charts on May 3. It was then Ronan Keating's 'If Tomorrow Never Comes' at number one on May 12 and finally the number one roll was rounded off with Liberty X, 'Just a Little', reaching number one on the May 19.
The work done on each promo varied due to the requirements of the individual projects. The Suga Babes promo was the first collaboration of two award-wining directors - Sophie Muller (Oil Factory) and Dawn Shadforth (Black Dog). Ms Muller and Ms Shadforth are both winners of best director at the CADS - the music promo industry awards for creativity.
Red's contribution to the Suga Babes project was in creating horror-style effects and the darkening of the atmosphere to suit the vampire theme of the promo.
Red provided telecine, graphic design and visual effects for their post-production work on the Liberty X promo, which was jointly directed by Alex Hemming and Shay Ola. The Red team worked alongside the directors to create hi-tech CCTV and identity graphics that run through the promo as well as compositing members of the band on the side of high-rise buildings and Entrapment style laser effects.
The Ronan Keating promo, directed by Kevin Godley provided a challenge in combining extremely high-speed shots of Ronan's falling body with normal speed shots of Ronan singing with perfect lip sync.
Red's work on the Holly Valance promo, which was directed by Tim Royes consisted of compositing a blue screen on to a computer graphics generated background as well as enhancing and creating lighting effects on and around her semi-naked body.
Carl Grinter, joint Managing Director at Red, said: "It is a great achievement for Red to have the opportunity to work with so many brilliant directors. We have been working hard to build our relationships with directors, production companies and record companies in the music promo industry.
"It is great to see the end goal of marketing success being achieved for all parties including the bands. The strength of our work is demonstrated by the quality of directors and projects that we are working on."
Red, www.red-post.co.uk
(GMcG)